malhotra05.ppt 187KB Aug 31 2008 09:17:26 PM
Chapter Five
Exploratory Research Design:
Qualitative Research
5-2
Chapter Outline
1)
2)
3)
4)
Overview
Primary Data: Qualitative versus Quantitative
Research
Rationale for Using Qualitative Research
Procedures
A Classification of Qualitative Research
Procedures
5-3
Chapter Outline
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages and Disadvantages of Focus
Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth
Interviews
iv. Applications of Depth Interviews
5-4
Chapter Outline
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
5-5
Chapter Outline
8)
International Marketing Research
9)
Ethics in Marketing Research
10)
Internet and Computer Applications
11)
Focus on Burke
12)
Summary
13)
Key Terms and Concepts
A Classification of Marketing Research
Data
5-6
Fig. 5.1
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other
Quantitative Data
Causal
Experiment
al Data
Qualitative vs. Quantitative
Research
5-7
Table 5.1
Qualitative Research
Quantitative Research
Objective
To quantify the data and
To gain a qualitative
generalize the results
understanding of the
underlying reasons and from the sample to the
motivations
population of interest
Sample
Small number of nonrepresentative cases
Large number of
representative cases
Data
Collection
Unstructured
Structured
Non-statistical
Statistical
Develop an initial
understanding
Recommend a final course
of action
Data Analysis
Outcome
A Classification of Qualitative Research
Procedures
Fig. 5.2
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Associatio
n
Technique
Depth Interviews
Completio
n
Technique
Indirect
(Disguised)
Projective
Techniques
Construction
Techniques
Expressive
Technique
s
5-8
5-9
Characteristics of Focus Groups
Table 5.2
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical Setting
Relaxed, informal atmosphere
Time Duration
1-3 hours
Recording
videotapes
Moderator
moderator
Use of audiocassettes and
Observational, interpersonal, and
communication skills of the
5-10
Key Qualifications of Focus Group Moderators
1. Kindness with firmness: The moderator must combine a
disciplined
detachment with understanding empathy so as to generate the
necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert
to signs
that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate
intense
personal involvement.
4. Incomplete understanding: The moderator must encourage
respondents to be more specific about generalized comments
by
5-11
Key Qualifications of Focus Group Moderators
5. Encouragement: The moderator must encourage
unresponsive
members to participate.
6. Flexibility: The moderator must be able to improvise and
alter the
planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to
guide the
group discussion at an intellectual as well as emotional
level.
Procedure for Planning and Conducting Focus
Groups
Fig. 5.3
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative
Research
State the Objectives/Questions to be Answered by Focus
Groups
Write a Screening Questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or
Action
5-12
5-13
Variations in Focus Groups
Two-way focus group. This allows one target
group to listen to and learn from a related group.
For example, a focus group of physicians viewed a
focus group of arthritis patients discussing the
treatment they desired.
Dual-moderator group. A focus group conducted
by two moderators: One moderator is responsible
for the smooth flow of the session, and the other
ensures that specific issues are discussed.
Dueling-moderator group . There are two
moderators, but they deliberately take opposite
positions on the issues to be discussed.
5-14
Variations in Focus Groups
Respondent-moderator group. The moderator asks
selected participants to play the role of moderator
temporarily to improve group dynamics.
Client-participant groups. Client personnel are
identified and made part of the discussion group.
Mini groups. These groups consist of a moderator and
only 4 or 5 respondents.
Tele-session groups. Focus group sessions by phone
using the conference call technique.
Online Focus groups. Focus groups conducted online
over the Internet.
5-15
Advantages of Focus Groups
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Synergism
Snowballing
Stimulation
Security
Spontaneity
Serendipity
Specialization
Scientific scrutiny
Structure
Speed
5-16
Disadvantages of Focus Groups
1.
2.
3.
4.
5.
Misuse
Misjudge
Moderation
Messy
Misrepresentation
Depth Interview Techniques:
Laddering
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself
(user characteristic)
Advertising theme: You will feel good about yourself when
flying
our airline. “You're The Boss.”
5-17
Depth Interview Techniques:
Hidden Issue Questioning
5-18
In hidden issue questioning, the focus is not
on socially shared values but rather on personal
“sore spots;” not on general lifestyles but on
deeply felt personal concerns.
fantasies, work lives, and social lives
historic, elite, “masculine-camaraderie,”
competitive activities
Advertising theme: communicate
aggressiveness, high status, and competitive
heritage of the airline.
Depth Interview Techniques:
Symbolic Analysis
5-19
Symbolic analysis attempts to analyze the symbolic
meaning of objects by comparing them with their opposites.
The logical opposites of a product that are investigated are:
non-usage of the product, attributes of an imaginary “nonproduct,” and opposite types of products.
“What would it be like if you could no longer use airplanes?”
“Without planes, I would have to rely on letters and long
distance calls.”
Airlines sell to the managers face-to-face communication.
Advertising theme: The airline will do the same thing for a
manager as Federal Express does for a package.
Definition of Projective
Techniques
5-20
An unstructured, indirect form of
questioning that encourages respondents
to project their underlying motivations,
beliefs, attitudes or feelings regarding the
issues of concern.
In projective techniques, respondents are
asked to interpret the behavior of others.
In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings
into the situation.
5-21
Word Association
In word association, respondents are presented with a
list of words, one at a time and asked to respond to
each with the first word that comes to mind. The words
of interest, called test words, are interspersed
throughout the list which also contains some neutral, or
filler words to disguise the purpose of the study.
Responses are analyzed by calculating:
(1) the frequency with which any word is given as a
response;
(2) the amount of time that elapses before a response
is given; and
(3) the number of respondents who do not respond at all
to a test word within a reasonable period of time.
5-22
Word Association
EXAMPLE
STIMULUS
MRS. M
washday
everyday
fresh
and sweet
pure
air
scrub
don't; husband does
filth
this neighborhood
dirt
bubbles
bath
water
family
squabbles
towels
dirty
MRS. C
ironing
clean
soiled
clean
soap and
children
wash
5-23
Completion Techniques
In Sentence completion, respondents are given incomplete
sentences and asked to complete them. Generally, they are
asked to use the first word or phrase that comes to mind.
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Sak's Fifth
Avenue would be __________________________________
J. C. Penney is most liked by _________________________
When I think of shopping in a department store, I ________
A variation of sentence completion is paragraph completion,
in which the respondent completes a paragraph beginning
with the stimulus phrase.
5-24
Completion Techniques
In story completion, respondents are given
part of a story – enough to direct attention to a
particular topic but not to hint at the ending.
They are required to give the conclusion in
their own words.
5-25
Construction Techniques
With a picture response, the respondents are
asked to describe a series of pictures of ordinary
as well as unusual events. The respondent's
interpretation of the pictures gives indications
of that individual's personality.
In cartoon tests, cartoon characters are shown
in a specific situation related to the problem.
The respondents are asked to indicate what one
cartoon character might say in response to the
comments of another character. Cartoon tests
are simpler to administer and analyze than
picture response techniques.
5-26
A Cartoon Test
Figure 5.4
Sears
Let’s see if we
can pick up
some house
wares at Sears
5-27
Expressive Techniques
In expressive techniques, respondents are
presented with a verbal or visual situation and
asked to relate the feelings and attitudes of other
people to the situation.
Role playing Respondents are asked to play the
role or assume the behavior of someone else.
Third-person technique The respondent is
presented with a verbal or visual situation and the
respondent is asked to relate the beliefs and
attitudes of a third person rather than directly
expressing personal beliefs and attitudes. This
third person may be a friend, neighbor, colleague,
or a “typical” person.
Advantages of Projective
Techniques
5-28
They may elicit responses that subjects
would be unwilling or unable to give if
they knew the purpose of the study.
Helpful when the issues to be addressed
are personal, sensitive, or subject to
strong social norms.
Helpful when underlying motivations,
beliefs, and attitudes are operating at a
subconscious level.
Disadvantages of Projective
Techniques
5-29
Suffer from many of the disadvantages of
unstructured direct techniques, but to a
greater extent.
Require highly trained interviewers.
Skilled interpreters are also required to
analyze the responses.
There is a serious risk of interpretation
bias.
They tend to be expensive.
May require respondents to engage in
unusual behavior.
Guidelines for Using Projective
Techniques
5-30
Projective techniques should be used
because the required information
cannot be accurately obtained by
direct methods.
Projective techniques should be used
for exploratory research to gain
initial insights and understanding.
Given their complexity, projective
techniques should not be used
naively.
Comparison of Focus Groups, Depth Interviews,
and Projective Techniques
5-31
Table 5.3
Criteria
Focus
Groups
Depth
Interviews
Projective
Techniques
1. Degree of Structure
2. Probing of individual
respondents
3. Moderator bias
4. Interpretation bias
5. Uncovering
subconscious
information
6. Discovering
innovative
information
7. Obtaining sensitive
information
8. Involve unusual
behavior or
questioning
Relatively high
Low
Relatively
medium
High
Relatively low
Medium
Relatively
medium
Relatively low
Low
Relatively high
Low to high
Relatively high
High
Relatively
medium Medium
to high
Low
High
High
Low
Medium
Yes
No
Medium
Highly useful
Somewhat
useful
Advantages of Online Focus
Groups
5-32
Geographical constraints are removed and
time constraints are lessened.
Unique opportunity to re-contact group
participants at a later date.
Can recruit people not interested in traditional
focus groups: doctors, lawyers, etc.
Moderators can carry on side conversations
with individual respondents.
There is no travel, video taping, or facilities to
arrange; so the cost is much lower.
Disadvantages of Online Focus
Groups
5-33
Only people that have access to the Internet
can participate.
Verifying that a respondent is a member of a
target group is difficult.
There is lack of general control over the
respondent's environment.
Only audio and visual stimuli can be tested.
Products can not be touched (e.g., clothing) or
smelled (e.g., perfumes).
Exploratory Research Design:
Qualitative Research
5-2
Chapter Outline
1)
2)
3)
4)
Overview
Primary Data: Qualitative versus Quantitative
Research
Rationale for Using Qualitative Research
Procedures
A Classification of Qualitative Research
Procedures
5-3
Chapter Outline
5) Focus Group Interviews
i. Characteristics
ii. Planning and Conducting Focus Groups
iii. Telesessions
iv. Other Variations in Focus Groups
v. Advantages and Disadvantages of Focus
Groups
vi. Applications of Focus Groups
6) Depth Interviews
i. Characteristics
ii. Techniques
iii. Advantages and Disadvantages of Depth
Interviews
iv. Applications of Depth Interviews
5-4
Chapter Outline
7) Projective Techniques
i. Association Techniques
ii. Completion Techniques
a. Sentence Completion
b. Story Completion
iii. Construction Techniques
a. Picture Response
b. Cartoon Tests
iv. Expressive Techniques
a. Role Playing
b. Third-Person Technique
v. Advantages and Disadvantages of Projective
Techniques
vi. Applications of Projective Techniques
5-5
Chapter Outline
8)
International Marketing Research
9)
Ethics in Marketing Research
10)
Internet and Computer Applications
11)
Focus on Burke
12)
Summary
13)
Key Terms and Concepts
A Classification of Marketing Research
Data
5-6
Fig. 5.1
Marketing Research Data
Secondary Data
Primary Data
Qualitative Data
Descriptive
Survey
Data
Observational
and Other
Quantitative Data
Causal
Experiment
al Data
Qualitative vs. Quantitative
Research
5-7
Table 5.1
Qualitative Research
Quantitative Research
Objective
To quantify the data and
To gain a qualitative
generalize the results
understanding of the
underlying reasons and from the sample to the
motivations
population of interest
Sample
Small number of nonrepresentative cases
Large number of
representative cases
Data
Collection
Unstructured
Structured
Non-statistical
Statistical
Develop an initial
understanding
Recommend a final course
of action
Data Analysis
Outcome
A Classification of Qualitative Research
Procedures
Fig. 5.2
Qualitative Research
Procedures
Direct (Non
disguised)
Focus Groups
Associatio
n
Technique
Depth Interviews
Completio
n
Technique
Indirect
(Disguised)
Projective
Techniques
Construction
Techniques
Expressive
Technique
s
5-8
5-9
Characteristics of Focus Groups
Table 5.2
Group Size
8-12
Group Composition
Homogeneous, respondents,
prescreened
Physical Setting
Relaxed, informal atmosphere
Time Duration
1-3 hours
Recording
videotapes
Moderator
moderator
Use of audiocassettes and
Observational, interpersonal, and
communication skills of the
5-10
Key Qualifications of Focus Group Moderators
1. Kindness with firmness: The moderator must combine a
disciplined
detachment with understanding empathy so as to generate the
necessary interaction.
2. Permissiveness: The moderator must be permissive yet alert
to signs
that the group’s cordiality or purpose is disintegrating.
3. Involvement: The moderator must encourage and stimulate
intense
personal involvement.
4. Incomplete understanding: The moderator must encourage
respondents to be more specific about generalized comments
by
5-11
Key Qualifications of Focus Group Moderators
5. Encouragement: The moderator must encourage
unresponsive
members to participate.
6. Flexibility: The moderator must be able to improvise and
alter the
planned outline amid the distractions of the group process.
7. Sensitivity: The moderator must be sensitive enough to
guide the
group discussion at an intellectual as well as emotional
level.
Procedure for Planning and Conducting Focus
Groups
Fig. 5.3
Determine the Objectives and Define the Problem
Specify the Objectives of Qualitative
Research
State the Objectives/Questions to be Answered by Focus
Groups
Write a Screening Questionnaire
Develop a Moderator’s Outline
Conduct the Focus Group Interviews
Review Tapes and Analyze the Data
Summarize the Findings and Plan Follow-Up Research or
Action
5-12
5-13
Variations in Focus Groups
Two-way focus group. This allows one target
group to listen to and learn from a related group.
For example, a focus group of physicians viewed a
focus group of arthritis patients discussing the
treatment they desired.
Dual-moderator group. A focus group conducted
by two moderators: One moderator is responsible
for the smooth flow of the session, and the other
ensures that specific issues are discussed.
Dueling-moderator group . There are two
moderators, but they deliberately take opposite
positions on the issues to be discussed.
5-14
Variations in Focus Groups
Respondent-moderator group. The moderator asks
selected participants to play the role of moderator
temporarily to improve group dynamics.
Client-participant groups. Client personnel are
identified and made part of the discussion group.
Mini groups. These groups consist of a moderator and
only 4 or 5 respondents.
Tele-session groups. Focus group sessions by phone
using the conference call technique.
Online Focus groups. Focus groups conducted online
over the Internet.
5-15
Advantages of Focus Groups
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Synergism
Snowballing
Stimulation
Security
Spontaneity
Serendipity
Specialization
Scientific scrutiny
Structure
Speed
5-16
Disadvantages of Focus Groups
1.
2.
3.
4.
5.
Misuse
Misjudge
Moderation
Messy
Misrepresentation
Depth Interview Techniques:
Laddering
In laddering, the line of questioning proceeds from
product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.
Wide body aircrafts (product characteristic)
I can get more work done
I accomplish more
I feel good about myself
(user characteristic)
Advertising theme: You will feel good about yourself when
flying
our airline. “You're The Boss.”
5-17
Depth Interview Techniques:
Hidden Issue Questioning
5-18
In hidden issue questioning, the focus is not
on socially shared values but rather on personal
“sore spots;” not on general lifestyles but on
deeply felt personal concerns.
fantasies, work lives, and social lives
historic, elite, “masculine-camaraderie,”
competitive activities
Advertising theme: communicate
aggressiveness, high status, and competitive
heritage of the airline.
Depth Interview Techniques:
Symbolic Analysis
5-19
Symbolic analysis attempts to analyze the symbolic
meaning of objects by comparing them with their opposites.
The logical opposites of a product that are investigated are:
non-usage of the product, attributes of an imaginary “nonproduct,” and opposite types of products.
“What would it be like if you could no longer use airplanes?”
“Without planes, I would have to rely on letters and long
distance calls.”
Airlines sell to the managers face-to-face communication.
Advertising theme: The airline will do the same thing for a
manager as Federal Express does for a package.
Definition of Projective
Techniques
5-20
An unstructured, indirect form of
questioning that encourages respondents
to project their underlying motivations,
beliefs, attitudes or feelings regarding the
issues of concern.
In projective techniques, respondents are
asked to interpret the behavior of others.
In interpreting the behavior of others,
respondents indirectly project their own
motivations, beliefs, attitudes, or feelings
into the situation.
5-21
Word Association
In word association, respondents are presented with a
list of words, one at a time and asked to respond to
each with the first word that comes to mind. The words
of interest, called test words, are interspersed
throughout the list which also contains some neutral, or
filler words to disguise the purpose of the study.
Responses are analyzed by calculating:
(1) the frequency with which any word is given as a
response;
(2) the amount of time that elapses before a response
is given; and
(3) the number of respondents who do not respond at all
to a test word within a reasonable period of time.
5-22
Word Association
EXAMPLE
STIMULUS
MRS. M
washday
everyday
fresh
and sweet
pure
air
scrub
don't; husband does
filth
this neighborhood
dirt
bubbles
bath
water
family
squabbles
towels
dirty
MRS. C
ironing
clean
soiled
clean
soap and
children
wash
5-23
Completion Techniques
In Sentence completion, respondents are given incomplete
sentences and asked to complete them. Generally, they are
asked to use the first word or phrase that comes to mind.
A person who shops at Sears is ______________________
A person who receives a gift certificate good for Sak's Fifth
Avenue would be __________________________________
J. C. Penney is most liked by _________________________
When I think of shopping in a department store, I ________
A variation of sentence completion is paragraph completion,
in which the respondent completes a paragraph beginning
with the stimulus phrase.
5-24
Completion Techniques
In story completion, respondents are given
part of a story – enough to direct attention to a
particular topic but not to hint at the ending.
They are required to give the conclusion in
their own words.
5-25
Construction Techniques
With a picture response, the respondents are
asked to describe a series of pictures of ordinary
as well as unusual events. The respondent's
interpretation of the pictures gives indications
of that individual's personality.
In cartoon tests, cartoon characters are shown
in a specific situation related to the problem.
The respondents are asked to indicate what one
cartoon character might say in response to the
comments of another character. Cartoon tests
are simpler to administer and analyze than
picture response techniques.
5-26
A Cartoon Test
Figure 5.4
Sears
Let’s see if we
can pick up
some house
wares at Sears
5-27
Expressive Techniques
In expressive techniques, respondents are
presented with a verbal or visual situation and
asked to relate the feelings and attitudes of other
people to the situation.
Role playing Respondents are asked to play the
role or assume the behavior of someone else.
Third-person technique The respondent is
presented with a verbal or visual situation and the
respondent is asked to relate the beliefs and
attitudes of a third person rather than directly
expressing personal beliefs and attitudes. This
third person may be a friend, neighbor, colleague,
or a “typical” person.
Advantages of Projective
Techniques
5-28
They may elicit responses that subjects
would be unwilling or unable to give if
they knew the purpose of the study.
Helpful when the issues to be addressed
are personal, sensitive, or subject to
strong social norms.
Helpful when underlying motivations,
beliefs, and attitudes are operating at a
subconscious level.
Disadvantages of Projective
Techniques
5-29
Suffer from many of the disadvantages of
unstructured direct techniques, but to a
greater extent.
Require highly trained interviewers.
Skilled interpreters are also required to
analyze the responses.
There is a serious risk of interpretation
bias.
They tend to be expensive.
May require respondents to engage in
unusual behavior.
Guidelines for Using Projective
Techniques
5-30
Projective techniques should be used
because the required information
cannot be accurately obtained by
direct methods.
Projective techniques should be used
for exploratory research to gain
initial insights and understanding.
Given their complexity, projective
techniques should not be used
naively.
Comparison of Focus Groups, Depth Interviews,
and Projective Techniques
5-31
Table 5.3
Criteria
Focus
Groups
Depth
Interviews
Projective
Techniques
1. Degree of Structure
2. Probing of individual
respondents
3. Moderator bias
4. Interpretation bias
5. Uncovering
subconscious
information
6. Discovering
innovative
information
7. Obtaining sensitive
information
8. Involve unusual
behavior or
questioning
Relatively high
Low
Relatively
medium
High
Relatively low
Medium
Relatively
medium
Relatively low
Low
Relatively high
Low to high
Relatively high
High
Relatively
medium Medium
to high
Low
High
High
Low
Medium
Yes
No
Medium
Highly useful
Somewhat
useful
Advantages of Online Focus
Groups
5-32
Geographical constraints are removed and
time constraints are lessened.
Unique opportunity to re-contact group
participants at a later date.
Can recruit people not interested in traditional
focus groups: doctors, lawyers, etc.
Moderators can carry on side conversations
with individual respondents.
There is no travel, video taping, or facilities to
arrange; so the cost is much lower.
Disadvantages of Online Focus
Groups
5-33
Only people that have access to the Internet
can participate.
Verifying that a respondent is a member of a
target group is difficult.
There is lack of general control over the
respondent's environment.
Only audio and visual stimuli can be tested.
Products can not be touched (e.g., clothing) or
smelled (e.g., perfumes).